Because promoting B2B content marketing is more or less a social media exercise, too many people focus on how many social mentions such as tweets, likes and comments they are getting.
Although these are nice to get, the real goal is to get clients. And B2B readers don’t usually leave as many comments. However, they will tend to tweet and retweet content on Twitter.
Keep in mind that people read B2B blogs for information, about products and services they need for their company. If they start leaving comments, then they will probably get a follow-up call or email from that company right away.
That puts the vendor in charge then. And the buying company probably isn’t ready to buy at that point. They are usually simply doing research.
So stop focusing on tweets, likes and comments. Focus on the number of visits you are getting. Ensure you have relevant downloads on that page, so your visitors can download information to help them make a decision in your favour.
Also, if they download something, you will then have captured their contact information. (I certainly hope you are asking for their contact information, before you let them download).
Here are some important facts to remember.
• 57% of companies with a blog have acquired a customer from their blog. Source: HubSpot
• Consistent blogging demonstrates commitment; by committing to your blog, you gain readers’ trust and encourage repeat visits.
• Businesses with websites that have 401-1000 web pages get six times more leads than those with 51-100 pages. Source: HubSpot
• B2B marketers who use blogs generate 67% more leads per month than those who do not. Source: FactBrowser
• 69% of businesses attribute their lead generation success to blogging. Source: HubSpot
So, blog, and use other content, as much as you can, to keep your potential and current clients informed about your business, your expertise, and more importantly, how you can help them.
Kind regards,
Ian Dainty
Author of the Forthcoming Book – B2B Marketing – The New Paradigm
Ian Dainty’s Email
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